“Energy efficiency” isn’t often used in the same sentence as “branding,” but Focus on Energy tasked us with rebranding them and their work with several Wisconsin state agencies to support and market energy efficiency programs. Research told us that famously independent Wisconsinites would take individual action toward being more energy efficient, especially if it would help their collective communities. Instead of treating the brand like an impersonal list of products and services, we reimagined it as the engine behind a movement: “Wisconsin Is In”. When we called upon consumers to help themselves at the same time they could help their neighbors, they answered.

Role: ECD/CW

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